Green Pan Hit Evokes 10-Year History of Success

Chart Watch (Week 43)

There isn’t much happening on the DRMetrix chart these days. This week,¹ BeActive Plus is still No. 1 for its seventh week in a row. Meanwhile, “Bell+Howell” appears seven times in the top 50, “Copper Fit” appears four times and “Gotham Steel” and “Granitestone” appear three times each.

Speaking of which, below is another Granitestone rollout that’s been airing for a few months but just popped into the top 25. However, the hit itself isn’t nearly as noteworthy as the history it evokes.

Campaign: Granitestone Emerald Green
Marketer: E. Mishan & Sons (Emson)
Producer: Hutton Miller

For those who know all the nonstick pan success stories, this campaign represents a history coming full circle. That’s because the color recalls the pan that started it all a decade ago: Telebrands’ Orgreenic.

Here’s a timeline:

• 2012 Orgreenic debuts and is No. 1 by mid-year;² battles Yoshi Blue & Stonedine³

• 2013 Orgreenic is a True Top Spender for the second year in a row

• 2014 Orgreenic continues to sell but begins to decline

• 2015 Gotham Steel debuts

• 2016 The Pan Wars kick off; Gotham Steel battles Red Copper & Copper Chef⁴

• 2017 Gotham Steel is a True Top 50 campaign for a second year; the line grows⁵

• 2018 GraniteRock debuts, joins Gotham Steel on the True Top 50

• 2019 GraniteRock becomes Granitestone and is No. 2 that year

• 2020 Granitestone is a True Top 50 campaign for a second year
  Gotham Steel marks it fourth year on the charts as both lines grow⁶

• 2021 Five Granitestone or Gotham Steel pans appear on the True Top 50

In the end, only Emson’s brands were left standing (in short form). Orgreenic, Yoshi Blue, Stonedine and Red Copper all ran their courses and died out. Meanwhile, Tristar built Copper Chef in long form, and then sold it this year as part of a larger exit.

As for Emson: Besides enjoying success with multiple pan brands and line extensions, the marketer is also having a good run with colors. Sitting at No. 3 this week after more than two years on the charts is Granitestone Blue.

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1. DRMetrix AdSphere™ Weekly Marketer report, Week 43, 10/17/2022 thru 10/23/2022

2. See my 2012 True Top Spenders (Mid-Year)

3. All three appeared on the 2012 True Top Spenders

4. Gotham Steel was No. 8 on the 2016 True Top 50, but Telebrands’ Red Copper Pan wasn’t far away at No. 16, and their Red Copper Square Pan also made the Top 50 (at No. 26)

5. Gotham Steel Crisper Tray was No. 38 that year, Telebrands continued as well with Red Copper Square Dance Pan (No. 48)

6. Granitestone Stackmaster was No. 26, Gotham Steel Stackmaster was No. 41 and Gotham Steel Hammered Design was No. 47